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The practice of targeting visitors to urban destinations – a critical discussion of DMOs information strategies

Eskilsson, Lena LU ; Zillinger, Malin LU and Månsson, Maria LU (2018) The 27th Nordic Symposium on Tourism and Hospitality. Tourism Implications and Dilemmas
Abstract
How do you attract visitors to your city? How do you manage to be visible in the information flow for potential visitors? Urban Destination Marketing Organisations (DMO) operate in a fast changing environment with ongoing challenges to face. Digitalisation is one of the issues that DMOs have to handle. As a result, we can see that many tourism offices are closed down in Sweden. However, has new technology entirely changed tourists’ information search, as is sometime suggested? In this paper, we discuss an ongoing project about how to target tourist information material to different tourists segments, and the value tourists inscribe to them. The project is carried out in collaboration with the DMO in the city of ... (More)
How do you attract visitors to your city? How do you manage to be visible in the information flow for potential visitors? Urban Destination Marketing Organisations (DMO) operate in a fast changing environment with ongoing challenges to face. Digitalisation is one of the issues that DMOs have to handle. As a result, we can see that many tourism offices are closed down in Sweden. However, has new technology entirely changed tourists’ information search, as is sometime suggested? In this paper, we discuss an ongoing project about how to target tourist information material to different tourists segments, and the value tourists inscribe to them. The project is carried out in collaboration with the DMO in the city of Helsingborg, which is an illustrative example of the issues above. The methods used are mapping of tourism information
strategies and materials, interviews with different members of staff at the DMO and visitor groups in Helsingborg. The interviews with visitors consist both of short interviews in the city and of in-depth interviews where we together with the respondents discuss examples of analogue and digital tourism information material. The project will contribute with enhanced knowledge about how tourist value information sources and possible tourist information strategies for urban DMOs. (Less)
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Contribution to conference
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conference name
The 27th Nordic Symposium on Tourism and Hospitality. Tourism Implications and Dilemmas
conference location
Alta, Norway
conference dates
2018-09-24 - 2018-09-26
language
English
LU publication?
yes
id
03c35e47-a1af-4aab-92f0-a86a2916f28e
date added to LUP
2019-01-10 11:28:05
date last changed
2019-01-10 13:42:51
@misc{03c35e47-a1af-4aab-92f0-a86a2916f28e,
  abstract     = {How do you attract visitors to your city? How do you manage to be visible in the information flow for potential visitors? Urban Destination Marketing Organisations (DMO) operate in a fast changing environment with ongoing challenges to face. Digitalisation is one of the issues that DMOs have to handle. As a result, we can see that many tourism offices are closed down in Sweden.  However,  has  new  technology  entirely  changed  tourists’  information  search,  as  is  sometime suggested? In this paper, we discuss an ongoing project about how to target tourist information material to different tourists segments, and the value tourists inscribe to them. The project  is  carried  out  in  collaboration  with  the  DMO  in  the  city  of  Helsingborg,  which  is  an  illustrative example of the issues above. The methods used are mapping of tourism information <br/>strategies  and  materials,  interviews  with  different  members  of  staff  at  the  DMO  and  visitor  groups in Helsingborg. The interviews with visitors consist both of short interviews in the city and  of  in-depth  interviews  where  we  together  with  the  respondents  discuss  examples  of  analogue and digital tourism information material. The project will contribute with enhanced knowledge  about  how  tourist  value  information  sources  and  possible  tourist  information strategies for urban DMOs.},
  author       = {Eskilsson, Lena and Zillinger, Malin and Månsson, Maria},
  language     = {eng},
  location     = {Alta, Norway},
  title        = {The practice of targeting visitors to urban destinations – a critical discussion of DMOs information strategies},
  year         = {2018},
}